Tiktok ventures into social commerce with social, Shoppable video ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 15, 2019, 11:32 AM UTC

The company has not confirmed when and if the feature will be launched in the US.

TikTok has confirmed it is testing social and shoppable video features on the app, enabling users to sell their merchandise on the platform from their online stores. It will also allow users to buy on the platform just by clicking on the video, without leaving the app.

The feature is in beta-mode and as of now is open to a selected few influencers in the US. This article notes that this could be TikTok’s first venture into “social commerce”, where users could buy from people they follow.

Chinese influencer agency Uplab’s founder Fabian Bern said that this new feature could change the relationship between how brands sponsor creators on TikTok. A similar feature was available on TikTok’s Chinese counterpart, Douyin since early 2018.

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